Today we present our new brand name Magic Lane to the European public at Tomorrow.Mobility Congress in Barcelona, where we will show our smartest, most compact and most privacy-friendly Maps, Location & Navigation platform, including Software Development Kits (SDKs). By combining multiple qualitative map and data sources with smart algorithms, Magic Lane enables companies with specific needs, such as those in the cycling and micromobility market, to quickly and efficiently build personalized services for their own customers.

 

A deliberate focus on the micromobility and cycling markets
There’s a reason why we are focusing on companies in the cycling and micromobility markets. They deliver means of transport and solutions that require a different approach than the average car. For example, planning the best route changes significantly if you combine the cyclist’s weight with information about the landscape and the amount of energy available in the bicycle’s battery. Besides that, Magic Lane’s code and architecture are so clean, simple and compact that the software platform requires very little processor, energy and storage capacity. This makes it easy to apply as an embedded solution across a very wide range of devices and transport modes. A complete solution even works on low-cost platforms like a Raspberry Pi zero.

An open platform with 2,000 data sources
With an experienced team of 40 developers we built an open Maps, Location & Navigation platform, providing clients with a choice of different SDKs to create, compact and customized route and navigation solutions. The services can also be used offline. The platform uses Open Street Maps and approximately 2,000 other high-quality open source map and live data sources. It has been designed for easy integration with today’s growing stream of vehicle and driver data – covering everything from traffic, weather and air quality to personal vehicle status, fitness and physical performance.

Another area in which we explicitly aim to stand out from other providers of Maps, Location & Navigation solutions is our respect for privacy. The software complies with European GDPR legislation and is operated from data centers in Europe. Privacy is very important to us, it means that the person using an end solution built on the Magic Lane platform is and will always remain anonymous; we do not store or transfer the generated data.

Our Software Development Kits shorten time to market
In the fast-growing cycling and micromobility markets, our smart algorithms enable companies to quickly meet the growing and increasingly complex demands of end users. Not only race, city, gravel or mountain (e)bikers also for delivery and courier services that use bicycles, electric delivery vehicles and e-scooters. To further shorten the time to market, we offer various software development kits (SDK). These allow developers to use their own front-end and map styles to quickly and easily create a personalized solution per operating system, be it iOS, Android, JavaScript, QT, Linux, Flutter or C++.

 

Origins with Route 66 – and 30 years of experience
For those who did not know yet, the team behind Magic Lane stems from the very first route planner, formerly known as Route 66, which ran on the Mac and PC in the 1990s. Route 66 was also the first to release navigation solutions for Nokia, Samsung and HTC mobile phones. With over 30 years of experience in the Maps, Location & Navigation industry, the founders decided a few years ago to rebuild the entire software from scratch. The aim was to do this without compromise and with privacy and three other basic principles in mind: the platform must operate on minimal hardware, be fully functional offline, and be easy to integrate. The development project was carried out under the name General Magic, with the navigation app Magic Earth as a testing ground for Android and iOS. From now on, you will meet us as Magic Lane. Magic Earth will stay as our testing ground.

An experienced newcomer and challenger
The new name, Magic Lane, was chosen as a way of leaving all connotations with the past behind us. The name is also a nod to the driving force behind the company, founder and CTO Johan Lanen. This December, Johan will have been active in this industry for 30 years; he deserves the title of a thought leader in the industry. So, as an ‘experienced newcomer’, we offer companies with very specific route and navigation requirements, the opportunity to offer their own customers innovative services quickly and cost-effectively. Something that is not always possible with the more established names.

 

If you have more questions, please contact us at Contact sales.